CONTENT

1. HOW COFFEE HAS SHAPED THE SOCIETY 2. COFFEE NOWADAYS 3. STARBUCKS CASE STUDY 4. SITE ANALYSIS 5. PROPOSED USE

3

HOW COFFEE HAS SHAPED THE SOCIETY

4

5

Although coffee originated in Ethiopia, it was first cultivated in Yemen. Coffee tree was grown in Yemen in 6th century and its seeds were used as a kind of energy food. Until 15th century, coffee beans began to be roasted, and brewed. By 16th century, coffee had reach the rest of the Middle East and became popular in Europe and North America in the later time. However, it was not successful as alcohol was more popular at that time until after the War in 1812, when the British applied the new policy for tea import in North America.

6

7

When coffee was introduced to the English world in 1652. It was till a luxury baverage at that time. However, in the later years, coffee became cheaper and coffeehouse became an important political centre for public meeting, where people from upper class and middle class can gather up for only a penny admission charge. People could smoke their favourite pipe, sip a cup of coffee, read the newspaper of the day and enter into any group for conversation. Yet, it was a place that nobody would be asked whether he lived in Fleet Street or Chancery Lane, nobody was rejected since a penny laid on the table. All rank of people could be found in this small place with different professions, religions and classes. By

that time, when the postal system was still unorganised and undeveloped, coffeehouse also a communication centre that provided the news and information for the journalists. Runners were sent to the coffeehouses to collect the news and information every minute. Every coffeehouse had at least one orator that attracted the crowd with his eloquence and soon the group developed to a political institution and caught the attention of the government. The court had seen the growth of this power in the society and attempted to close all the coffeehouses in London. All the parties lost their source of information and Londoners lost an importantpart of their culture. In foreigner’s

eyes, coffeehouses is something that distinguished London from the other cities. Besides home and work, it was the only place that people can come often. When coffeehousere were forced to closed down, there were alot of arguements that the coffeehouses shouldn’t be banned “No Parliament had sat for years. The municipal council of the City had ceased to speak the sense of the citizens. Public meetings, harangues, resolutions, and the rest of the modern machinery of agitation had not yet come into fashion. Nothing resembling the modern newspaper existed. In such circumstances the coffee houses were the chief organs through which the public opinion of the metropolis vented itself.”

In 1689, the 1st coffeehouse established in Paris and became a meeting place for enlightenment writers, historians, composers and philosophers such as Voltaire, Rousseau and Denis Diderot. However, they were also banned due to the political reasons

8

9

Green Dragon on Union Street was the place where John Adams, Paul Revere and James Otis planned the rebellion.

In America, the 1st coffeehouse established in Boston , in 1676. At that time, coffee, tea and alcohol were served together. However, alcohol was the most important baverage that had rooted deeply in every single American life and hardly to replace. The name of coffeehouse was not used until late 17th century, when the British Cofee House was founded and became one of the most famouse coffeehouse in New England. More and more coffeehouses appeared in America and became the place for political institude and business. In the late 18th century, the biggest coffeehouse, Exchange, was opened in a seven storey building, including trading market, dining room, and more than 200 sleeping rooms.

In some countries coffee was prohibited due to the religious reasons, for example coffee was prohibited by Othiopian Orthodox Christians until 1889 because it regards Muslim drink or in Mecca, it became a forbidden beverage in 1511 as religious haraam until mid 16th century. Coffee was also prohibited by the members of The Church of Jesus Christ of Latter-day Saints or the Seventh-day Adventist Church. They encourages their members to avoid tea, coffee, alcohol and tobacco to keep their life healthy.

10

11

COFFEE NOWADAYS

Coffee was first imported into Japan in 1877 and the 1st coffeehouse was founded in 1888 in Ueno district, Tokyo. It was modelled on cafes in Paris in late 1600s with pool tables, game boards and darts. It attracted people who liked to socialize and relax and quickly spreaded over the country. Japanese cafe serve coffee, tea, juice, snacks and light meals. Cafes has developed their theme to attract customers such as live music cafe, cafe internet, cafe karaoke, and the most popular is manga cafe. It has become an important part in Japanese culture. The most popular in Japan is manga cafe, and bookshop cafe, where people can read their favourite manga, discuss about their favourite characters and catching news of their heros with just a penny. It also has become a place for fan club and otaku meeting, not only for the children, but also for people, whoever love manga.

Japan was also the first country that invented canned liquid coffee for busy people as the fast lifestyle in Japan. The world’s first canned coffee – Mira Coffee was introduced to the market in 1965 in a short time before UCC Ueshima Coffee Co. Introduced their product - canned milk coffee and became famous. Coffee industry in Japan follows the trend and fashion with manga design, acceptable price and seasonal promotion.

12

13

In Thailand there are some excellent coffee ranges found, although it is not a famous country for coffee. Coffee is usually roasted by the wholesalers, then grinded and filtered by the vendors. The most common method of filtering coffee is using the cloth or gauze bag. It’s usually served with condensed milk or sugar. We can find alot of mobile coffee shops along the street and also along the beach in Thailand. Coffee can be served in a small glass or in a plastic bag full of ice with a straw. Coffee in Thailand is considered as a type of fast food that people can grab a bag of coffee quickly on their way or seat somewhere on the street, on the beach or at the park near by for a conversion. The difference of mobile coffeehouse here is

its flexible function. They can sell coffee for students at the school time and then move to another place to sell their products for the officer in their lunch time. All mobile coffee shops have their specific music that help people realise from afar. As a tropical country, Thailand has a hot climate and people like to socialize on the street. Thus, street food and street drink on the mobile stores or just simply on a trolley grew very quickly. We can realize that when the coffee trolley comes to a place and turn his music on, there will be a small crowd quicky appeared and surround the trolley to buy the drink and chatting.

14

15

There are variety of iced coffee in many different countries. It reflects the culture, and taste and also the weather climate of that country. In Australia, iced coffee is made from chilled coffee, milk, and served with ice cream, whipped cream and some syrup, cocoa powder or coffee beans on top. In Chile, iced coffee (or cafe helado) is made from coffee powder, Chantilly cream, sugar, cinnamon, vanilla, chocolate or vanilla ice cream, manjar and ground almonds or nuts; in Italy, iced coffee is well-known as Frappe coffee, which was introduced by Nestle under its Nescafe Red Cup line. It’s made from coffee, sugar, water and blended with some ice cubes to make foam and served in a tall glass with cream on top. In Ireland, coffee is a mix of hot coffee, Irish whisky, sugar and topped with a thick layer of cream. By combining Irish wishky culture, and Italian coffee style, they created a great beverage that suits their cold climate weather as well as their tradition. When drinking the coffee from each country, we can realize different cuisin in the taste such as Chilean like using spices and herbs in their cooking, and Australian like using cream and butter to cook their dishes.

In Turkey, they believe that the coffee grounds left after drinking can tell the fortune. The cup will be turned over into the saucer to cool down and then the patterns of coffee grounds can be used for fortune telling, called tasseography or teasseomancy. Turkish coffee has its origins from Yemen but it has become an important part in every Turkish citizen. Moreover, it is one of the important elements of Turkish matrimonial customs. Before the wedding, the prospective groom’s family has to visit and ask for the permission and blessing of the prospective bride’s family. During the visit, the woman has to prepare the coffee for the guests and also her family. For her future husband, she puts some salt instead of the sugar to see his characteristics. If the man drinks it without any reaction, that mean he is a patient and calm person.

16

17

STARBUCKS CASE STUDY
Starbucks corporation was founded in Seatle, Washington and popularised on over the world with 17,009 stores in 50 countries, 11,000 in United States, over 1000 in Canada and 700 in United Kingdoms. Starbucks preferred employing the partners rather than franchising like most of the other restaurants and cafes did at that time. By 2002, Starbucks had more than 6,000 partners worldwide with a believe that “Partner satisfaction leads to customer satisfaction”. The name Starbucks evokes the high seas and the tradition of the early coffee traders. Their first logo was designed by one of their artist friends with a 2 tailed-mermaid and encircled by the company name. Starbucks was founded by Jerry Baldwin, Zev Siegl, and Gordon Bowker, inspired by entrepreneur Alfred Peet. In 1982, Howard Shultz joined the company as Director of Retail Operations and Marketing. In a trip to Milan for an exhibition, Schultz experienced the coffeehouse culture of people here. The staffs and barristas greeted him with a merrily smile. Walking down the street, he entered the most crowded coffee shop close to his hotel, the barrista greeted him cheerfully, and gracefully, and he was also greeting the other customers by their names. The customers were talking and laughing in a great atmosphere. Staying there, felt comfortable, familiar and friendly although it was the first time he came to this place. He experienced some other popular coffee shops in Milan. Most of them had their own style and character with a friendly atmosphere and high energy level. The coffee shops in Milan were usually functioned as a gathering place of the community for entertainment or conversation. Each place had one or more than one barristas, who performed their great coffee making skill with a camaraderie to the customers. After the trip, he realized that the coffeeshops in Seattle missed an important point. That was the atmosphere in the shops. Then, he decided to bring the Italian coffee culture into his coffeeshop in Seattle, where people can find a place to meet up friends, relax and visit. When coming back,, he trained his staff friendly service skill and printed out the brochure to introduce about his products and fine coffee to the customers. In 1991, Schultz forms a group of designers and architects to create the 1st Starbucks coffee shops. The real estate was leased in an existing structures and shapes. Most of them were located in the office buildings, airports, shopping malls, town centre or university campus areas. In 1995, project design team was formed to design the layout for Starbucks stores. They came up with 4 basic layouts that could apply to many different sizes and locations. A year later, Starbucks started to open the stores based on these 4 design templates. The company also introduced two new formats for ministores that can fit the small area like in store cafe in the supermarket, bookshop, or the lobbies in the office building.. The interior of the shop must be functional, friendly and comfortable with a great coffee aroma, while the exterior must fit the personality and the culture of the neighbourhood and the local community. Every single details in the shop from the colours, displays, logo, decoration, music, banners, to menu and artwork mut be blended to create an attractive environment that evokes the romance of coffee. Starbucks has been well recognized and favoured in many different countries on all over the world and received an award for their great design and “sensitive reuse of spaces within citites” Starbucks concept is creating the coffeehouse as a gathering place, where people can come to socialize, exchange idea or relax- “an authentic coffee experience that conveyed the artistry of espresso making, a place to think and imagine, a spot where people could gather and talk over a great cup of coffee, a comforting refuge that provideded a sense of community, a third place for people to congregate beyond work or the home, a

Coffee is usually served in breakfast or at the end of the meal with some desserts. In 1952, “coffee break” was promoted by the Pan- American Coffee Bureau and became a trend in the workplace. It’s a break time for the employees during the shift to socialize and enjoy their coffee. It’s time for people to express their feeling about their work and family or a small conversion about the news in or outside the company

18 Each barista or employee received at least 24 hour training session before working in any Starbucks shop. The lessons include the history of coffee, drink preparation and decoration, coffee knowledge, retail and customer service skill. They learnt to take the reponsibility of keeping the working area clean, taking care of the stocks, brewing a perfect cup of coffee and how to satisfy the customers even they just come for a free drink with Starbucks coupon. To Howard Schultz,Starbucks and his people is his love. In his book, he said “I love Starbucks because everything we’ve tried to do is steeped in humanity. Respect and dignity. Passion and laughter. Compassion, community, and responsibility. Authenticity. These are Starbucks’ touchstones, the source of our pride”. It is not only crafting a perfect cup of coffee, but also respectful, and trusting. The job can be very stressful, requiring alot of attention, but when going home, they will feel they have done something fulfilling and meaningful. “Work should be personal. For all of us. Not just for the artist and the entrepreneur. Work should have meaning for the accountant, the construction worker, the technologist, the manager, and the clerk” Howard Schultz said. His father was an war veteran. After the war, he returned home and held many different rough jobs to support the family. When he was working as a truck driver, he had an accident and broke his hip and ankle. At that time, there were no insurance or compensation for the workers. His father never found any meaning or fulfilment in his work. Therefore, when becoming a business leader, Schultz wants to create a working environment, where his staffs can put a heart into their job as well as share his passion of coffee.

19

place that welcomed people and rewarded them for coming, and a layout that could accommodate both fast service and quiet moments” Starbucks offers espresso hot and cold drinks, tea, cold drinks, snacks, light meals, coffee products and souvenir. Starbucks Entertainment devided into many different ranges such as music, books and film. Some products are seasonal, limited edition or specific locations. Starbucks has spent very little on advertising. They built up their brand name mainly by word- of-mouth, the storefront appeal and the quality of their products. As the success of coffeehouses in London in many decades ago, Starbucks hit the customer needs, not only the need of the coffee quality, but also the need of a place for entertainment, enjoying themselves, gathering up and chatting with friend. Senior vice president of administration in North America Christine Day said that “people come here for the coffee, but ambience is what makes them want to stay” At the first stage, they target market was “affluent, well-educated, and white-collar patrons between the ages of 25 and 44”. By the time, Schultz realized that his potential customer sources are “younger, less well-educated, and in a lower income bracket than their more established costomers”. Starbucks menu was design to suit to everybody with a competitive

price. It includes brewed coffee, traditional Italian espresso, coffee alternatives, frapuccinos, cold beverages, cold food, snacks and whole beans. Starbucks brand is also displayed in the grocery stores under the form of ground, beans , cans or ice cream flavours. The price is affordable for everybody to buy a cup of coffee although they are in the low class or upper class, children or adults. In North America, the price is average $3.85 for an order. Coffee comes in different sizes tall, grande and venti (small, medium and large). The cheapest one is $1.40 for a small brewed coffee and the most expensive one is $4.15 for a large frappuccino, whole beans ranging from $5.20 to $15.95 for a half or whole pound bags.

To create a joyful and entertaining environment, Starbucks compiled some music they playes in stores to sale. Some stores even let their customers download their favorite music and compile their own CDs. They also sold some books, which were wrote by their customers and created some best-seller. Since Starbucks provide free wi-fi, newspaper and some other reading materials, it has become an ideal place for students, and some working people come to work, reading news, exchange idea and enjoy the coffee. Some stores even have the large tables for group meeting.

Tuesday, 26 Febuary, 2006, nearly 7,100 Starbucks stores across US closed for 3 hours training session. They opened they shops again on Wednesday with a poster in front of the shop with a promise “Your drink should be perfect, every time. If not, let us know and we’ll make it right”.

20 Starbucks has been one of the most successful coffee chain over the world with their stock price at $25.83 in 2002. However, the market has shown it gradually declined in the past few years. Their stock has dropped down to $17/share, approximately 50% ,in 2007. One of the reasons is perhaps the impact of credit crunch on people’s habits. According to the research of WSL Strategic Retail, Starbucks is among the premium brands, which are being trimmed in people’s daily expense. Although Starbucks focus on the youth and they aim to create a third environment for everybody, its price is pretty high and they have increased the price twice in the past 3 years. To confirm its standard, Howard Schultz said on the Economist that “a visit to Starbucks should involve ‘romance and theatre’, a far cry from the pit-stop like experience of eating a meal at the world’s biggest fast food chain”. A large of customers have moved to the fast-food chains, which sales coffee for a better price. On another hand, Mc Donalds has achieved their coffee products to a higher quality, similar to Starbucks. In 2008, Mc Donalds added a new line of Starbucks- style coffee, McCafé to nearly 14,000 of its retail shops in North America and it was a big success. According to a trade magazine, Consumer Reports, McCafé was rated higher than Starbucks. However, it was a big risk because 65% of their sales is drive in restaurants. It is where the cars go pass and order their meal from the car. It is impossible to make a “tall decaf hazenut latte” in a few minutes and challenge the patience of the customers because there will be a long queue of cars and they expect to get the food as fas as possible. A test market was done well with over 300 restaurants but they did not attached it to the drive in service. Starbucks is considered as a luxury good and they charge a fix price for their coffee, even in Los Angeles or Beijing. Their recipes, menu and design layout are also inflexible. It is the biggest weakness of Starbucks and makes its brand name faded in global market. They lack of some tact and acumen in the way of international relations. When Starbucks came to Asia, it was not as successful as Coffee Bean & Tea Leaf although they have the same business concept. . Coffee Bean & Tea Leaf was founded in Los Angles, California by International Coffee & Tea, LLC. However, the company really became global after a Singapore entrepreneur, Victor Sasson bought the franchise rights for Asia. More than 29 stores were opened in Singapore and Malaysia after two years and two years later, he bought the Los- Angeles- based firm and the rest. Until now, the chain owns over 750 locations in 22 countries. Their target market is teens and young people aged 20 to middle age. Unlike Starbucks, Coffee Bean & Tea Leaf

21 also position itself as a third place for people to relax besides home and work by providing a relaxing and comfortable atmosphere. Moreover, in some Asian countries, coffeehouses stand for Westurn coulture and ideology. It represents a higher life standard. On another hand, discussing business in a coffee shop has become a fashion because of the casual, warm and comfortable atmosphere. Coffee Bean & Tea Leaf also offers a range of tea and healthy beverage as well as food. In Asian countries, drinking tea has been their tradition, which rooted deeply in everybody life, especially the old people and it is hard to be changed. In Israel, Starbucks has had a hard time because their products did not satisfy kosher standard while Coffee Bean & Tea Leaf has led their chain into Israeli coffee market. Their products are certified as kosher , halal and also meet the standard of cholov yisroel in their daily products. They also permit smoking as the other local coffee shops, while Starbucks disallow smoking to keep their coffee aroma. After a few years, Coffee Bean & Tea Leaf has widely expanded in Israel and some neighbouring countries. Moreover, Starbucks has tried to improve their product quality. They rely too much on their coffee industry and do not want to diversify their business. Their menu is quite poor, compared to the other competitors such as Peet’s Coffee & Tea, Gloria Jeans and

The design reflects the character of the brand name as well as the neighborbood, where the store is located and help to reduce the environmental impacts.Then, they will source out the suitable materials and employ the craftmen together with reusing and recycling the elements where possible. All Starbucks store layouts are designed based on four basic concepts: 1. Heritage coffeehouses: evokes the 19th century feeling with worn wooden decoration, tile floor or stain concrete, factory lighting and metal stools, large wooden tables, and wood blinds. 2. Artisan coffeehouses: evokes the industrial time in 1930s with steel beams, polished-woodwork, mansonry walls and factory casement glass. 3. Regional Modern stores: provides an comfortable and welcoming atmosphere by using bright and lofted space, regional furniture and cultural fabric. 4. Concept stores (or design sandbox): provides a unique environment for the frequent customers to explore the innovations within the coffeehouse

With Sustainable layout and great store design and build methodologies Starbucks is evolving it’s strategy. (from their website)

22 Coffee Bean & Tea Leaf. Starbucks lacks of selection and makes it become an unappealing choice for the drinkers. Coffee quality has been a proud of Starbucks. However, they have had a few wrong decision in the past ten years, which led the chain going down, for example the switch of hand-pulled espresso machines to the automatic variety in order to speed up their service but it diminished the quality of coffee. Although the baristas were trained to steam milk, there are some bad habids created among the baristas during the busy time. Some have steamed milk in the large pitches, let them sit and then resteamed the milk to serve the next customers. Once the milk is resteam, its body will be break down and lose the sweetness. For espresso, steaming milk is an important ingredient to create the sweetness, creamy and foamy taste. Thus, Schultz decided to close over 1,700 stores in America to retrain all the staffs how to make a perfect cup of coffee. All the customers were gently asked to leave at 5.30 pm and all the shops were closed with a note “We’re taking time to perfect our espresso. Great espresso requires practice. That’s why we’re dedicating ourselves to honing our crafts” in order to have a special training session. A short video was recorded from Starbucks’ coffee experts, published and sent to 7,100 stores “If poured too fast from the spout into a shot glass, like water flowing from a faucet, the espresso’s flavour will be weak and the body will be thin. A shot poured too slow means the grind is too fine, and the flavour will be bitter. The perfect shot looks like honey pouring from a spoon. It is dense and tastes caramel sweet”. To brew a perfect cup of coffee, Starbucks’ baristas are required to be patient and skilful. If the coffee comes out not great, they are allowed to start it again. It was a big risk and Starbucks may have lost millions of dollars and some other competitors can use that chance to poach their customers. The days after, thounsands of caramel – sweet – liked coffee shots were brewed and Starbucks’ scores went up gradually after a few weeks. They once again proved that Starbucks coffee reflects a passion for coffee and brough their products to a higher standard. They used their coffee quality to defeat the promotions of their competitors, such as Dunkin Donuts, Mc Donald’s, Burger King and Coffee Bean & Tea Leaf. However, Starbucks should be aggressivemore in their advertising campaigns to introduce the fine coffee of Starbucks to the public, so that they won’t compare Starbucks with the other brands and think that they have to pay a premium and it is not worth that much. Besides that, Starbucks should invest more in differentiating its products such as flavours, and blends instead of the price war because the name StarStarbucks has stood for luxury good for more than 15 years. Starbucks can also create another range of beverage with a lower price to widen their customer range, for example self-service coffee, some specific types of coffee brews without milk or saving money by bringing their own cups in. On the other hand, Starbucks focus more on expanding their chain in America after some failure in overseas market. They opened 1,700 new stores on the total of over 15,000 stores in 2007. It would be more effienct if they invest more in customer and market analysis, renewing their brand as well as expand their chain in the other potential countries such as China, Hongkong, Taiwan, Korea, Thailand and Singapore, where people are more likely to splurge on luxury goods. Back to the coffeehouses in the past decades, the concept of coffeehouse was a place for people to socialize for just a penny. Coffee nowadays has its own standard and has become a fashionable place for middle class and upper class people. Every single sip is a proof of artistry, humanity and skill.

23

Starbucks/ Mc Donalds Global Dominion Graph

24

25

Starbucks came to Japan in 1996 and attracted a large amount of young customers aged 16-25. It offers a fashionable atmosphere with variations of coffee and professional service. There was a time, when take away coffee shop increased rapidly, a number of coffee shops were closing down. The name “cafe” has become more and more popular as the development of some foreigner coffee branches.

Starbucks came to China in 2007 with the 1st project in the former imperial palace of the centuries - old forbidden city, Beijing. It was claimed that the American style coffee shops damaged their major historical site and Chinese culture. Moreover, China is the motherland of tea. It was a big challenge for Starbucks to hit the China market. Starbucks aimed to bring the Western coffee house experience into Chinese culture with a competing price and ambiance. Apart from the aroma of fresh ground coffee beans, Starbucks offers a comfortable social gathering place and a friendly and personable environment. At the first time, people didn’t want to come to Starbucks because they preferred the local ones more and the Chinese also respect their own tradition. However, Starbucks attracted the working people aged 25-40 and then more young people came to the shop. As the growth of Starbucks, some local stores tried to copy Starbucks style with similar name to Starbucks but they couldn’t defete the brand. To merge into the location, Starbucks kept the exterior with Chinese traditional design and redesign the interior that suits the customers here.

26

27

In the same year, Starbucks entered Russia market with the first outlet store in Mega Khimki shopping center in Moscow and the 2nd one on Arbat street. The stores offers a cosy, intimate, comfortable and some different functional spaces with the facilities such as sofas, armchairs, high tables, bars, stools and meeting room tables for people, who are looking for a quiet and comfortable place to relax or a warm and intimate place to meet friends.

For centuries, coffee has been travelling around the world and has become political, poetic, romantic, rife and banned. From a normal fruit was found by a goatherd, coffee berry was used as an energy food and then brewed to make drink. Coffee has survived magically, becoming one of the most important beverages in our life. Moreover, it has changed the world and shaped the community. Coffee has applied to many different cultures and varied over the world, as well as coffeehouses. Coffeehouse nowadays is no longer a political institution, but rather a place for everybody to relax, exchange ideas, catch up their work and enjoy a great cup of coffee. Coffee value is also rised to a higher standard and become a profitable business. More and more coffeehouses have been opened over the world under many different marketing strategies and the true meaning of a coffeehouse has been faded away. Thus, how to bring back its value as a place for people to socialize with a cheap coffee is a big concern.

28

29

SITE ANALYSIS

30

31

Site The Tramshed is located in the heart of “Shoreditch Triangle”, at the corner of Garden Walk and Rivington Street. It can be easily accessed from Old Street or Liverpool Street Station with many bars, pubs, shops and restaurants around. It was originally a part of the Tramways system with the walls covered by ceramic tiles. The main entrance was facing to Rivington Street. The ground floor and first floor had a timber open trussed roof, which provided the natural light for the building. The entrance to the offices was facing to Garden Bar/ Pub Artistic centre Restaurant Cafe Ground floor 6,208 sq ft 576 sq m Basement 3,983 sq ft 370 sq m Ground & First Floor Offices 2,601 sq ft 241 sq m

32

33

The street, Garden Walk directs to Great Eastern Road with heavy traffic during the day time. There are also one coffeeshop and two cafe-restaurants at the corner of Charlotte Road and the main road.

Main entrance of the building is facing to Rivington Street with many bars and pubs, where office people can chill out after their work.

34

35

Next to the pub is a private gallery, retail store and hair salon.

Behind the building is a row of pubs, restaurants and outfit retail shops along Curtain Road

36

37

Old Street is just five minutes away from the building. It is one of the most busy road of the area with many famous restaurants, cafes, pubs and grocery shops.

Existing Roof Plan 1:200

Existing First Floor Plan, scale 1:200

38

39

Existing Front Elevation , scale 1:200

Existing Ground Floor Plan, scale 1:200

Existing Basement Plan, scale 1:200

Existing West Elevation Garden Walk, scale 1:200

40

41

Existing section AA, scale 1:200

Structure Grid

Existing section CC, scale 1:200

42

43

44

45

Susan Mooney is an American journalist, based in Brooklyn, Newyork. After graduating from the University of Florida, she worked for Chicago Tribune, which she was sent to Iraq to report the start of the war. She became ABC News Chief Middle East correspondent in 1987. Then, she moved to Lebanon, Paris, Tuscany, Venice and London to work as a freeland writer from 1993. When ling in London, she made some friends, who shared the same interest with her in culture and political issues in Middle East, Balkands, Southeast Asia and the Mediterranean. In 2006, she moved to Indonesia, Myanmar, Vietnam and Thailand to work as a freeland photographer and experience the cultures here. She has published some short stories, books, and essays in Eaurope and back home. For more than fifteen years, she has been a regular contributor for many magazines and newspapers in Britain and America. She has lectured on the American foreign policy, Middle East, human rights and world journalism in United State and United Kingdom. In 2010, she held a solo exhibition in New York. She is a dual US/ UK citizen and currently live in London. At the age of fourty, she wants to found a cheap coffeeshop merged with a gallery for the artistic community.

Applying Starbucks concepts from back home into her coffee shop, Susan wants to create a great atmosphere for the artistic communication to gather up, exchange idea and create new products, where they feel comfortable to work in and also relax with a cheap admission fee for the coffee. However, it’s not only for the artistic communication, but also for everybody, who are interested in artworks and creative products. The design of the shop should provide an creative, friendly and comfortable atmosphere that people sitting inside can get lost into their own imagination. Most of the coffee brands focus into the most common market targets such as business people, and young people but they forgot that artistic communication occupy an important position in the crowd. A story about Andre Kertesz, a Hungarian photographer, who came to Paris to start his new career, entered a Paris artistic community here in Cafe du Dome. He made up some good friends here, who helped him learn French, taught him photography, gave him some new ideas and also supported to his success in the later years. Art is like a trend that people follow a pioneer and spread it over the world. Looking into the world history and also the history of coffeehouse, we can understand how important the communication is.

Soft seating

Stockroom

Outdoor

Entrance

Counter

PROPOSED USE
WC Shop Kitchen

Hard seating

EXISTING GALLERY
In London, It is really hard to find a 24/7 cafe or working studio. Furthermore, most of the coffee shops just focus in their benefit and promotion but forgot the true value of a coffeehouse that has maintained for decades. It is a place for people to socialize for a penny. Therefore, she wants to create a cheap 24/7 coffee shop, for the artists to work and socialize. However, in order to run the coffeeshop, the gallery and the shop will generate the main revenue and attract the public to this coffee shop. Customers can bring their own chairs, easel or even their favorite cup to the shop.
Reception WC

Entrance

Gallery Hall

Seating Area

Counter

Stockroom

Bookshelf
Entrance Entrance Hall Gallery Small gallery

WC

Cloakroom

Store

Stage

46

47

Cloakroom

Stockroom

Admin

Reception Shop

Kitchen

Counter Main Entrance Hard Seating

Gallery Hall Long Tables and Chairs

Free range seating

Lounge Seatings

48

49

Private rooms

GALLERY HALL The most important space to be considered is the gallery hall. It is a space to welcome the customers as well as introduce to them what this coffee shop is about. It is where people can communicate, exchange idea and get information and inspiration. It can also hold some exhibtions of local artists, designers or frequent customers.

50 SHOP It is located at the side entrance and connected with the gallery, so that the the customers can buy souvenirs before walking out or it can also stand alone as a retail shop when the gallery and coffee shop close. It provides working materials for the artists and designers, magazines, souvenirs and also products of the customers.

51

BOOKSHELF Before looking for a seat, the customers can find their favorite books, magazines or other reading materials. This space can be located together with the shop or on another side of the gallery hall.

52 COUNTER is the most busy place in the building, where people are queueing for their drinks or food. There should be enough space behind the counter for the staffs to move around and space for a long queue of customers. The counter must be splited up into two areas in order to serve quicker, one side for taking orders and another side for getting drinks. The counter will stand in the heart of the building with one side attatched to the kitchen. Thus, the customers can get their food and drink easier.

53

The shop counter can be functioned as a reception, where people can come to ask for information and help. The space must represents the customers the scheme, site and what this coffee shop is about. It is where the customers and guests are welcomed, introduced about the building as well as a place to display advertising of the upcoming events or shows.

54 ADMIN OFFICE The place offers a controlled atmosphere for a formal meeting. The space will also feature as a branding and advertising symbolism. It displays the company’s awards and prizes within some formal meeting furnitures.

55

KITCHEN Besides drink, the coffee shop offers a menu of snacks, sandwiches and light meal. The kitchen will be an open plan, so that customers can see how their food are processed. The kitchen can stand next to the counter or can be attatched to the counter. The kitchen should have enough space for 3 staffs and the neccessary facilities.

56 STOCKROOM Another important element in the coffee shop is the stockroom. It should be placed close to the kitchen and counter. On another hand, the stockroom must be easy to access from the side entrance.

57

LONG TABLE AREA One of the important elements within the gallery is informal meeting space, where people can discuss and exchange ideas or have a break after the shows. The space also features for group meeting and some special events.

58 HARD SEATING AREA Besides the long tables, small tables are also required for couples or smal groups. Soft lighting and classic music will help to warm up the space and bring people deep into their conversation or their reading. FREE RANGE AREA It is the heart of the scheme, where people can enjoy their freedom and design their own space. They can bring their hammock, their own chair, or even their easel here.

59

60 PRIVATE ROOMS This element of the scheme will feature as the individual workspaces, studios, meeting areas or they can be used for some other activities that require the privacy.

61

Shop

Free range seating

Kitchen

Customers

Gallery Hall

Hard seating

Counter

Stockroom

Reception

Admin office

Individual seating

62 Charles Glass. (2000). Profile. Retrieved May 20, 2011, from http://www.charlesglass.net/profile.html. Taylor, D. Julia (2000). Bars, Pubs, Café: Hot Designs For Cool Spaces. United States of America: Rockport Publishers, Inc, 2002) teNeues (2000). Cafés & Restaurants. United Kingdom and Ireland: teNeus Publishing. Kliczkowski, H. (2002). Café: Designers & Design . Barcelona, Spain: Loft Publications. Carles Broto (2007). Restaurants, Café &Bars. Spain: Carles Broto iComerma. The City of Sound (November 21, 2003). Coffee as lubricant of the enlightenment. Retrieved May 20, 2011, from http://www. cityofsound.com/blog/2003/11/mlearned_ collea.html T.B. Macaulay (November 10, 2003). History of England. Retrieved May 20, from http://www.strecorsoc.org/macaulay/m03e. html#3e2 BBC News (February 14, 2006). China Central To Starbucks Growth. Retrieved 20 May, 2011, from http://news.bbc. co.uk/1/hi/business/471201 CNN Money (April 28, 2011). Starbucks’ Coffee Price Pressure. Retrieved May 20, 2011, from http://money.cnn.com/video/ markets/2011/04/28/mkts_starbucks0428. cnnmoney/ The Economist ( April 10, 2008). Tighten belts. Retrieved May 20, 2011, from http://www.economist.com/business/displaystory.cfm?story_id=11021146 MSN (March 3, 2007). Starbucks’ rivals brew up a coffee war. Retrieved 20 May, 2011, from http://articles.moneycentral. msn.com/Investing/Extra/DunkinAndMcDonaldsTakeOnStarbucks.aspx Burritt, C. (December 10, 2007). Mc Donald’s Sales Increase 8.2%; Shares Jump to Record (Update 4). Retrieved 20 May, 2011, from http://www.bloomberg. com/apps/news?pid=20601087&sid=a38b WZePUXLk&refer=home Wikinvest (n.d.). Starbucks (SBUX). Retrieved May 20, 2011, from http://www. wikinvest.com/stock/Starbucks_(SBUX) AsiaTimes (June 15, 2006). Starbucks soars in China. Retrieved May 20, 2011, from http://www.atimes.com/atimes/ China_Business/HF15Cb06.html. The Economist (January 10, 2008). Coffee Wars. Retrieved May 20, 2011, from http://www.economist.com/ node/10498747?story_id=10498747 Blogg, J. (n.d.). Store Layout Design: New Starbucks Philosophy. Retrieved May 20, 2011, from http://blog.retail-is-detail.org/2010/09/ store-layout-design.html Design Council (2010). The Starbucks design process. Retrieved May 20, 2011, from http://www.designcouncil.org.uk/Casestudies/Starbucks/The-Starbucks-designprocess/ Food-info (March 5, 2011). History of Cofee. Retrieved May 20, 2011, from http://www.food-info.net/uk/products/coffee/hist.htm

63

Sign up to vote on this title
UsefulNot useful